Johnson Outdoors

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Who We Are

Johnson Outdoors turns ideas into adventure with innovative, market-leading outdoor recreational products. The Company’s unique network model combines the strength and efficiency of a large organization with the creativity and agility of its entrepreneurial beginnings. Founded in 1970 by Samuel C. Johnson, the Company has delivered double-digit compound annual revenue growth over its history, evolving from a single brand into a nearly $400 million global enterprise with nearly 1,300 employees across 16 countries.

What We Do

Johnson Outdoors designs, manufacturers and markets many of the world’s best known outdoor recreation brands. The Company’s award-winning innovation is fueled by a unique passion for the outdoors, coupled with sophisticated market research and cutting-edge technology, to advance a continuous pipeline of successful new products across four categories: Marine Electronics, Watercraft, Outdoor Gear and Diving. New products have represented a third or more of total company revenues over the past six years, helping to sustain market-leadership positions in nearly a dozen categories, and garnering “best of the best” recognitions from major industry institutions and publications, like Field & Stream, Men’s Journal, National Geographic Adventure, Popular Science, Women’s Health and Paddler magazines, among others.

Johnson Outdoors is moving forward on a four-point plan to transform the Company to strengthen competitiveness for sustained profitable growth. Significant reductions in costs and infrastructure, as well as dramatic improvements to efficiency, have enabled the Company to continue to invest strategically in innovation and position Johnson Outdoors’ unparalleled portfolio of market-leading brands for continued successes. As a result, in Fiscal 2011, the Company’s financial performance outpaced its markets, competitors and benchmark peer group further demonstrating Johnson Outdoors’ on-going commitment to enhanced shareholder value.

Our Products

At Johnson Outdoors, we believe creating value goes beyond creating great products into creating the ultimate outdoor experience for our consumers. Our portfolio of premier, marketing-winning brands is known the world over for delivering on that promise, and includes, among others: